Borrego Solar

Website Design for Solar Power Installer

By redesigning Borrego Solar Systems’ Web site, we transformed it into a powerful marketing tool that has enabled the company to grow rapidly and expand their customer base.

When Borrego Solar engaged Manmade in 2005, their existing Web site did not show any of the numerous installations completed during the company’s more than 20-year history. The site targeted residential homeowners, but the company now wanted to pursue commercial and governmental customers as well. Graphic-heavy, the site was difficult for search engines to access.

We began with competitor and customer research. Auditing more than a dozen renewable energy companies–from major manufacturers such as Sharp to small, independent installers–allowed us to highlight best practices and opportunities for differentiation.

Working closely with Borrego, we developed detailed personas for target commercial, residential, and governmental customers that helped identify the specific needs and attitudes to be met by our design.

With this understanding, we created a clearly branded, highly usable site that offers distinct paths to information for each of the three target audience groups. Unlike competitors’ sites, the redesigned Borrego Solar Web site features a searchable portfolio of installations. Using the colors in the Borrego Solar logo (designed by another agency), we defined a color-coding system, enhanced by a system of custom-designed icons, which enables users to find specific installations quickly and easily.

Ease of use for both Borrego Solar and its target customers were primary concerns. A custom content management system (CMS) was developed that enables the company to easily update and manage their online portfolio.

The new site has delivered both immediate and long-term business results for Borrego Solar. The standards-compliant site is not only accessible it is also eminently more findable.

After the launch, Borrego moved from page 10 to page 1 in Google’s search results, and requests for home evaluations tripled. Since the launch, revenue has increased by over 400%, from $7 million in 2005 to $30 million in 2007, and there are now more than 300 installations in the company’s online portfolio.

We have since continued to work with Borrego Solar, developing print and online communications ranging from brochures, trade show booths and email campaigns, to wraps for their fleet of hybrid vehicles. And, to support the company’s rapid growth, we have added to the CMS the ability to manage job postings and press items.